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SHRIMPS MARKET IN THE CZECH REPUBLIC
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic February 2015
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
1
SHRIMPS MARKET IN THE CZECH REPUBLIC
INTRODUCTION - SUBJECT OF THE MARKET STUDY
This market study is focused on shrimps market in the Czech Republic. In the analysis
are used mostly import statistics - in particular under HS codes HS 030617 – frozen
shrimps, HS 030627 – fresh, chilled or dried shrimps and HS 160529 – preserved
/processed shrimps.
Furthermore, data from the Czech Statistical Office, Ministry of Industry and Trade,
Ministry of Finance, researches conducted by specialized agencies and data from own
research.
CONTENTS OF THE MARKET STUDY
CHAPTER SUBJECT
PAGE
INTRODUCTION - SUBJECT OF MARKET STUDY 0
1
1.1
1.2
SITUATION ON THE LOCAL MARKET
CZECH MARKET OF SEAFOOD AND FISH AND CONSUMER
BEHAVIOUR
TARGET CONSUMERS
1
1
2
2 IMPORT STATISTICS 3
3 CUSTOMS TARIFFS 6
4
4.1
4.2
MARKETING INFORMATION
IMPORTERS AND DISTRIBUTION CHANNELS
MARKET SNAPSHOTS
7
9
5 OPPORTUNITIES FOR THAILAND 10
6 TRADE FAIRS 11
7 LIST OF CZ IMPORTERS AND WHOLESALERS 13-15
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
2
SHRIMPS MARKET IN THE CZECH REPUBLIC
I SITUATION ON THE LOCAL MARKET
I.I CZECH MARKET OF FISH AND SEAFOOD
AND CONSUMER BEHAVIOUR
The Czech Republic is a landlocked country and is able to produce freshwater fish only.
Entire market demand for sea fish and seafood (including shrimps) has to be
covered by imports.
The total market demand for shrimps (frozen, chilled, fresh, preserved) in the year
2013 reached 1,1 mil. kilograms per year, in terms of value 6,5 mil. USD.
Some 20 years ago, shrimps were almost unknown product on the Czech market. It has
been introduced after the country had opened (in 1990). Even nowadays, many Czech
consumers have lack of knowledge about seafood and do not know how to prepare it.
Big differences between capital Prague and rest of the country exist. Also, shrimps are
considered as luxury product with high price.
To compare with, total market demand for sea fish (frozen, chilled, fresh) is 37
million kilograms per year. Market demand for canned fish makes 20 million
kilograms yearly. Market demand for shrimps (chilled, frozen, preserved) makes
1,1 million kg yearly.
The table below gives idea of ranking of fish and fish products in consumption of Czech
population.
CONSUMPTION OF FOODSTUFFS
PER CAPITA IN THE CZECH REPUBLIC (unit: kg)
1995 2000 2005 2009 2010 2011 2012 2013
Pork 46,2 40,9 41,5 40,9 41,6 42,1 41,3 40,3
Beef 18,5 12,3 9,9 9,4 9,4 9,1 8,1 7,5
Poultry 13,6 22,3 26,1 24,8 24,5 24,5 25,2 24,3
Meat TOTAL 82,0 79,4 81,4 78,8 79,1 78,6 77,4 74,8
Fish and fish
products incl.
seafood
4,9 5,4 5,8 6,2 5,6 5,4 5,7 5,3
Source: Czech Statistical Office, 2015
Consumption of fish in the Czech Republic has been growing and in the year 2013
reached 5,3 kg per capita. Share of Czech fresh water fish (mainly carp) in this total
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
3
figure is 1,37 kg per year. Especially in connection with the healthy way of living,
consumers preferences for fish grow but mainly in city areas. Especially, as fish are
getting more popular among young generation, we can expect growth of consumption in
the future. Comparing with the consumption of fish in other countries of EU, it is still
very low in the Czech Republic. Average consumption of fish in EU (according to
Czech Ministry of Agriculture) is 17 kg per capita.
Concerning retail sale of seafish and seafood in the Czech Republic, it is mostly sold
in frozen condition. Few years ago new trend appeared and big supermarkets and
hypermarkets in large cities started to offer chilled fish and seafood – however the
selection is rather limited. Number of shops specialized for fish and seafood is very
limited and such shops exist in large cities only. The largest specialist for fresh fish is
MAKRO (wholesale chainstore selling foodstuffs).
I.II TARGET CONSUMERS
As for the target groups for shrimps in the Czech Republic, two categories can be
identified:
1. catering sector (hotels, restaurants, catering companies)
2. households
According to estimate of big importers, 80 % of total quantity of imported shrimps goes
to catering sector (food service ) and remaining 20 % is sold in retail.
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
4
II. IMPORT STATISTICS
In total volume of imports of shrimps (in terms of quantity) to the Czech Republic in the
year 2013, 90 % make frozen, chilled or fresh shrimps, while share of preserved
shrimps is remaining 10 %. As for frozen shrimps, the growth of 20,4 % was
achieved during the period January – November of the year 2014. In the year
2013, the growth rate reached 7,5 %. OVERVIEW OF IMPORTS OF FROZEN SHRIMPS AND PRAWNS (other than cold water)
HS 0306 17 TO THE CZECH REPUBLIC
COUNTRY01-11/
2014
01-11/
2013 2013 2012 2011
01-11/
2014 2013 2012
01-11/
2014 2013
Vietnam 2 900 1 827 2 056 1 784 1 948 61,86 47,21 44,05 58,73 15,25
Germany 831 1 074 1 213 1 176 1 212 17,73 27,85 29,04 -22,63 3,15
Denmark 178 314 328 554 379 3,80 7,53 13,68 -43,31 -40,79
India 177 23 34 37 23 3,78 0,78 0,91 669,57 -8,11
Bangladesh 166 251 272 157 51 3,54 6,25 3,88 -33,86 73,25
France 106 65 74 43 0 2,26 1,70 1,06 63,08 72,09
Belgium 93 171 191 170 171 1,98 4,39 4,20 -45,61 12,35
Thailand 32 29 29 0 0 0,68 0,67 0,00 10,34 x
Other countries 205 141 158 129 127 4,37 3,63 3,19 45,39 22,48
TOTAL 4 688 3 895 4 355 4 050 3 911 100,00 100,00 100,00 20,36 7,53
GROWTH
(%)
IMPORT VALUE
( thous.USD)
MARKET SHARE
(%)
Source: Czech Statistical Office, February 2015
Vietnam gradually became key supplier of frozen shrimps to the Czech Republic.
Market share of Vietnam has been growing, in the year 2014 increased up to 62 %,
strong position on the Czech market also keeps Germany, market share in 2014
reaching 18 %. In the long run, market share of Vietnam has been going up, while
market share of traditional suppliers is doing down. Among traditional European
suppliers are, apart from Germany, also Denmark, Belgium and France. Reason for
growth of imports from Vietnam is low price.
In the years 2013 and 2014, market share of Thailand was below 1 %. Imports
from Thailand has been decreasing since 2008. According to our opinion, Vietnam
took part of market share of Thailand. Shrimps from Vietnam find good sales on Czech
market especially due to very low price (in the Vietnamese market, similar price as
chicken breast) and numerous Vietnamese community in the Czech Republic, that has
experience with distribution especially to the sector of restaurants.
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
5
In past years, new trend in import of frozen shrimps appeared – growing
importance of Asian suppliers, such as Vietnam, Bangladesh, India. Imports from
these countries also help to reduce final prices of shrimps on the Czech market.
OVERVIEW OF IMPORTS OF FRESH/CHILLED/IN BRINE SHRIMPS
HS 0306 27 TO THE CZECH REPUBLIC
COUNTRY01-11/
2014
01-11/
2013 2013 2012 2011
01-11/
2014 2013 2012
01-11/
2014 2013
France 243 257 289 255 257 24,85 31,72 36,12 -5,45 13,33
Germany 274 216 221 131 76 28,02 24,26 18,56 26,85 68,70
Netherlands 140 106 112 28 4 14,31 12,29 3,97 32,08 300,00
Poland 97 77 77 0 0 9,92 8,45 0,00 25,97 x
Indonesia 64 42 44 27 35 6,54 4,83 3,82 52,38 62,96
Singapore 34 36 38 47 44 3,48 4,17 6,66 -5,56 -19,15
Thailand 14 8 9 38 10 1,43 0,99 5,38 75,00 -76,32
Other countries 112 111 121 180 118 11,45 13,28 25,50 0,90 -32,78
TOTAL 978 853 911 706 544 100,00 100,00 100,00 14,65 29,04
IMPORT VALUE
( thous.USD)
MARKET SHARE
(%)
GROWTH
(%)
Source: Czech Statistical Office, February 2015
Major suppliers of chilled shrimps are countries that are nearest to CZ from
geographical point of view (distance). Leading role play France – market share of 25
% in 2014, Germany (28 %) and the Netherlands (14,3 %).
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Prague, Czech Republic
6
OVERVIEW OF IMPORTS OF PRESERVED/PROCESSED SHRIMPS
incl. frozen (HS 1605 29)TO THE CZECH REPUBLIC
COUNTRY01-11/
2014
01-11/
2013 2013 2012 2011
01-11/
2014 2013 2012
01-11/
2014 2013
Bangladesh 308 297 342 54 427 29,59 28,01 10,44 3,70 533,33
U.K. 176 30 30 21 42 16,91 2,46 4,06 486,67 42,86
Vietnam 133 123 123 82 46 12,78 10,07 15,86 8,13 50,00
Equador 95 65 72 23 36 9,13 5,90 4,45 46,15 213,04
China 77 43 43 0 302 7,40 3,52 0,00 79,07 x
Thailand 51 322 322 55 985 4,90 26,37 10,64 -84,16 485,45
Italy 44 26 29 0 44 4,23 2,38 0,00 69,23 x
Poland 43 22 23 6 7 4,13 1,88 1,16 95,45 283,33
Other countries 114 228 237 276 985 10,95 19,41 53,38 -50,00 -14,13
TOTAL 1 041 1 156 1 221 517 2 874 100,00 100,00 100,00 -9,95 136,17
IMPORT VALUE
( thous.USD)
MARKET SHARE
(%)
GROWTH
(%)
Source: Czech Statistical Office, February 2015
Market leader in preserved/processed shrimps in the year 2014 was Bangladesh with
the market share of 29,6 %, followed by U.K. (market share of 16,9 %) and Vietnam
(market share of 12,8 %).
Similarly as in frozen shrimps, we can observe the trend of growing importance of
Asian exporters, such as Bangladesh, China, Vietnam.
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
7
III. CUSTOMS TARIFFS
CUSTOMS TARIFFS
HS
Code
I T E M IMPORT DUTY
0306 17 Frozen shrimps
(with the exception of HS 0306 13 30 shrimps of the
genus Crangon where the customs duty makes 18%)
20,0 %
0306 27 Fresh, chilled or dried shrimps
Import under quota
12,0 %
0 %
1605 29 Preserved shrimps
20,0 %
Source: EU TARIC, 2015
From 1st May 2004, the Czech Republic became an EU member and since than EU
customs legislation applies on all imports.
Details of customs duties and possible restrictions can be viewed on internet website of
EU dealing with customs tariffs:
http://ec.europa.eu./taxation_customs/dds2/taric/taric_consultation.jsp
Every consignment of shrimps imported to CZ must be accompanied by HEALTH
CERTIFICATE certified by Thai authorities and is subject to veterinary inspection.
Import of products of animal origin is in the Czech Republic under supervision of State
Veterinary Administration of the Czech Republic. Information about import conditions,
health certificate and information up-date in English can be found on the internet
website www.svscr.cz
Czech Veterinary Administration requires the bi-lingual form (combined Czech and
English version) – it can be viewed on the internet websites www.svscr.cz - under
section of Trade with Veterinary Commodities - Veterinary certificates for imports
from third countries – Fishery & Aquaculture Products for Human Consumption.
The direct link to the form of Veterinary Certificate applicable for shrimps is as follows:
http://eagri.cz/public/web/file/255116/_2074_2005_VI_IV_1012_2012_form_p.pdf
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
8
IV. MARKETING INFORMATION
IV.I IMPORTERS AND DISTRIBUTION CHANNELS
Concerning shrimps, seafood and seafish, major importers have their own distribution
network and cover the whole territory of the Czech Republic.
Leading company in fish and seafood incl. shrimps is BIDVEST Co. BIDVEST is the
largest wholesaler in the Czech Republic covering frozen, chilled and fresh foodstuffs
and also non-food items. Former name of BIDVEST was NOWACO. BIDVEST still
uses the NOWACO brand. BIDVEST-Nowaco is the biggest supplier of fish and
seafood to retail (supplies 12 thousand retail shops covering all major hypermarkets and
supermarkets) and also biggest supplier in food service – 20 thousand customers
(deliveries for hotels, restaurants and catering companies). The turnover of BIDVEST
Co. makes 7,3 bil. CZK. Number of employees of BIDVEST is 1,000 and the company
in CZ exists since 1992 (originally as NOWACO Co.). In the year 2005, NOWACO
Central Europe (covering Czech, Slovak and Hungary) was acquired by private capital
investment funds (J.P.MORGAN PARTNERS and BANCROFT PRIVATE EQUITY)
for EUR 90 millions, since the year 2009 NOWACO is owned by multinational
company BIDVEST. Apart from fish and seafood, BIDVEST offers whole range of
fresh, chilled and frozen food products (such as frozen ready made food, frozen fruits
and vegetables, frozen potato products, salats, ice-cream, canned fish, meat, potatoe
products etc.). Since the changes in ownership structure, NOWACO started to
concentrate also on supplies of fresh meat and meat products and pays more attention to
food service business. Details can be viewed at www.nowaco.cz or www.bidvest.cz .
Under BIDVEST Group belongs also GASTROSTELLA Cash and Carry Wholesale
(www.gastrostella.cz).
Second biggest importer of shrimps is CIPA Co. (www.cipa-gastro.cz). CIPA has
Italian owner and was established in the year 1992. Its primary focus is on hotels,
restaurants, catering companies. Currently CIPA has more than 4 thous. clients. In the
year 1992 the company started with imports of fish and seafood, gradually added other
items (frozen fruits and vegetables, potato products, desserts, meat etc.). CIPA also
operates CASH and CARRY wholesale in Prague 5. Fish products are also supplied to
hypermarket chains (TESCO, MAKRO, KAUFLAND) – chainstores make 10 % of
turnover of CIPA-GASTRO. CIPA-GASTRO operates a fleet of 25 company vehicles
and arrange deliveries 7 days a week for their customers.
POLAR Co. (www.polar-transport.cz) POLAR Co. was established in the year 1991
and started with the distribution of frozen food locally. In the year 1994 the cold storage
Office of Commercial Affairs, Royal Thai Embassy
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9
was built. POLAR Co. gradually grew up and developed into second biggest market
player in distribution and wholesale of frozen foodstuffs (fish, seafood, fruits and
vegetables, meat, ice-creams etc.). Number one on the Czech market is NOWACO Co.
Comparing to BIDVEST - NOWACO, POLAR is the biggest company in the field
owned by Czech person. POLAR Co. also has advantage of being independent (own
premises, own cold storage, 1 owner only). Current number of employees is 60 and
turnover is 300 mil. CZK per year. Core business of POLAR consists of:
- trade, i.e. import, storage and distribution of frozen foodstuffs over the whole
territory of the Czech Republic.
- supplying frozen foodstuffs to 40 regional wholesalers
- packaging/repackaging of frozen fish
- logistics, cold storage and related services for independent traders (e.g. for CIPA
Co.)
- storage of frozen foodstuffs for the Czech Governement (food security stocks)
- providing of food service for restaurants, schools etc. (not only frozen goods, but
also chilled and dry food)
KIMBEX Co. (www.kimbex.cz) is Czech company located in Ostrava. It was
established in 1991 and imports fish, seafood and fish raw material. KIMBEX is dealing
in frozen products only. About 40 % of imported shrimps goes to catering sector, rest to
retail. Main customers of KIMBEX Co. are retail chains, wholesalers, catering
companies. Number of employees of KIMBEX is 36, yearly turnover reaches 250 mil.
CZK.
ASPIUS (www.aspius.cz, e-mail:[email protected]) was established in the year 2002
and is a 100% Czech owned. Major business is wholesale with frozen and chilled meat,
fish, crustanceas and mollucs.
Among other smaller importers/wholesalers are:
CATCHME
(www.catchme.cz)
CERSTVE RYBY
(www.cerstveryby.cz)
CZECHFROST Co.
(www.czechfrost.cz)
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
10
IV.II MARKETS SNAPSHOTS
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Prague, Czech Republic
11
V. OPPORTUNITIES FOR THAILAND
The Czech Republic is a landlocked country and is able to produce freshwater fish only.
Entire market demand for sea fish and seafood (including shrimps) has to be
covered by imports.
It is necessary to realize, that shrimp market in the Czech Republic has position of
marginal market (limited in size). Total value of shrimps imports (fresh, frozen, chilled,
preserved, canned) reached the total value of 6,5 mil. USD in the year 2013, in terms of
quantity, it was 1,1 mil. kg. However, there is still potential for further growth in the
future. Major limitations are: different eating habits (landlocked country, no tradition
for seafood), high price, lack of consumers knowledge.
Shrimps imports to CZ started after the country opened (in 1990), among traditional
suppliers were Denmark, France, Italy, Germany. During last few years, new trend in
import of frozen shrimps appeared – growing importance of Asian suppliers (Vietnam,
Bangladesh, Thailand).
In our opinion, crucial for Thai suppliers is to offer competitive price. Czech consumers
in seafood segment have low knowledge and are mostly concerned about price. Also, as
segment of shrimps is very narrow, we recommend to offer more varities of frozen
products, and higher value added, such as ready made meals etc.
To penetrate Czech market, we consider it would be necessary to find strong Czech
partner, that has good contacts (to both retails chains and catering) and good knowledge
of market. Direct financial participation on sales promotion in hypermarket chains
(educating the customers) would be also persuasive.
Due to strategic location of the Czech Republic and good infrastructure, to set up a
distribution centre/hub in the Czech Republic, from which other Central
European markets could be accessed and total volume of shrimps significantly
increased, is also an alternative. Strong Czech partner would have to be involved
in that case.
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
12
VI. TRADE FAIRS
SALIMA INTERNATIONAL FOOD FAIR
SALIMA is largest international food fair in the Central European Region (Czech
Republic, Slovak Republic, Poland, Hungary, Slovenia, Austria). SALIMA fair covers
the entire food industry and food processing chain and reflects the trends on the food
market in Central Europe. SALIMA food fair is held once in two years in Feb-March in
the city of Brno.
Date of event: 23rd
– 26th
February, 2016
Venue: Brno Exhibition Centre, Brno, Czech Republic
Organizer: BVV, a.s.
Výstaviště 1
647 00 BRNO
Fax: +420-5-4115 3070
E-mail: [email protected]
Internet websites: www.bvv.cz
Nomenclature:
1. Milk and milk products
2. Oils, fats, eggs and egg products
3. Spices, seasonings, salt, rice, pastas
4. Meat materials and additives/seasonings, admixtures, poultry, fish, meat products
5. Ready-made meals, soups, sauces, cold cuisine products, frozen dishes
6. Sugars and sweeteners, sweets and chocolate
7. Fruits and vegetables, well-balanced health foods, special foods, organic food
8. Alcoholic and soft drinks (except for wine, coffee and tea)
9. Coffee, tea, cocoa
10. Tobacco and tobacco products
11. Machines and technologies for the dairy industry
12. Machines and technologies for the meat industry
13. Machines and technologies for fruit and vegetable processing
14. Machines and technologies for production of pastas and sweets
15. Machines and technologies for the production of alcoholic and soft drinks
16. Machines, technologies and equipment for the food industry other
17. Packaging materials and packing technologies
18. Weighing, measuring and laboratory engineering
19. Cooling and freezing units
20. Hardware and software for the food industry
21. Biofuels, biolubricants
22. Financial and promotion services, authorities, literature
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
13
International Food Fair 2014 statistical data:
Total number of visitors: 28,196 visitors from 39 countries
171 accredited journalists
Number of exhibiting companies: 874 from 26 countries
1 314 Czech and foreign brands in representation
49,1 % of exhibiting companies came from abroad
Exhibition area (net): 18,534 sqm
Details in English can be found on internet website of fair organizer www.bvv.cz/salima
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
14
VII. LIST OF CZECH IMPORTERS AND WHOLESALERS
BIDVEST - NOWACO CZECH, s.r.o.
Ruzove udoli 553
278 01 Kralupy nad Vltavou
Tel: +420 – 315 706 111
Fax: +420 – 315 706 222
E-mail: [email protected], [email protected]
WWW: http://www.nowaco.cz
C.I.P.A., s.r.o.
Horejsi nabrezi 389
150 00 Praha 5 - Smichov
Tel: +420 – 257 316 601
Fax: +420 – 257 316 659
E-mail: [email protected]
WWW: http://www.cipa-gastro.cz
EURO FRIGO Praha, spol. s r.o.
Ovci hajek 2355/68
158 00 Praha 5
Tel: +420 - 251 614 011
+420 - 251 614 009
Fax: +420 - 251 614 005
E-mail: [email protected]
www.eurofrigo.cz Contact person: Dipl.Ing. Petr Kabelac
FJORD BOHEMIA spol. s r.o. Za Avii 2
196 00 Praha 9
Tel: +420 – 245 001 216
E-mail: [email protected]
WWW: http://www.fjordbohemia.cz
Contact person:
Mr. Jana Jehlickova, Purchasing Manager
POLAR TRANSPORT U Cihelny 1
281 63 Kostelec nad Černými Lesy
E-mail: [email protected]
www.polar-transport.cz
Contact person: Mr. Vaclav Vlasak, the owner
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
15
KIMBEX, s.r.o.
Salounova 40
703 00 Ostrava - Vitkovice
Tel: +420 - 596 615 250-1
Fax: +420 - 596 639 370
E-mail: [email protected]
WWW: http://www.kimbex.cz
Contact person: Ing. Ivo Kubis
MAKRO Cash & Carry CR s.r.o.
Jeremiasova 7/1249
155 80 Praha 5
Tel: +420 - 251 111 111-3
Fax: +420 - 251 111 151-3
E-mail: [email protected]
WWW: http://www.makro.cz
ASPIUS
Čisovicka silnice – obchodni zona
252 03 Ritka u Prahy
Tel: +420 311 360 096
e-mail:[email protected]
www.aspius.cz
CATCHME
Capkova 1690
251 01 Ricany
Tel: +420 602 445 354
E-mail: [email protected]
www.catchme.cz
CZECHFROST, s.r.o.
Dysina 408
330 02 Dysina
Tel/fax: + 420 377 882 772
E-mail: [email protected]
www.czechfrost.cz
DIANA FISH CO, LTD.
Trida 5. kvetna 1082
289 11 Pečky
Tel: +420 321 715 404
Fax: +420 321 715 406
E-mail: [email protected] , [email protected]
www.diana-fish.com
Office of Commercial Affairs, Royal Thai Embassy
Prague, Czech Republic
16
Pajero s. r. o
Za Školou 34/9
Děčín 22
405 02
Česká republika
Tel, Fax: +420 412 544 890
E-mail: [email protected]
www.pajero-food.cz